1© Digital Luxury Group

MEDIA PARTNER CHINA DATA PARTNER

Haute Horlogerie Edition 2015

2

2015 HAUTE HORLOGERIE EDITION RELEASED AT SIHH

This Report

TRACKING NATURAL CONSUMER BEHAVIOR ONLINE

11th Edition

600,000 Relevant Online Searches Analyzed Daily

18 Haute Horlogerie brands

20 Markets

Based on DemandTracker™, DLG’s proprietary technology that tracks consumer interest

Published in partnership with Europa Star and the support of the Fondation de la Haute Horlogerie

3This Report Brands

Note: Other brands exhibiting at the Salon International de la Haute Horlogerie such as Cartier, IWC, Officine Panerai and Piaget, have not been analyzed in this year’s edition research as this is dedicated to the Haute Horlogerie category as defined by DLG only.

TRACKING 18 HAUTE HORLOGERIE BRANDS

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IN THE TOP 20 MARKETS ACROSS THE GLOBE

This Report Markets

Brazil, China, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Qatar, Russia, Saudi Arabia, Singapore, Spain, Switzerland, Thailand, Taiwan, United Kingdom, United Arab Emirates, United States.

5

On the occasion of the Salon International de la Haute Horlogerie, Digital Luxury Group releases the WorldWatchReport™ 2015 - Haute Horlogerie Edition.

This report is an excerpt, to get the complete information purchase your copy of the WorldWatchReport™ 2015 - Haute Horlogerie Edition.

Click here to purchase the

Haute Horlogerie Edition

6

MARKETS

Markets

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GLOBAL INTEREST FOR HAUTE HORLOGERIE GREW BY +23%

Markets Global Highlights

GLOBAL, WORLDWIDE JAN-NOV 2014

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ORIGIN OF INTEREST JAN-NOV 2014 SHARE OF INTEREST

[Y/Y: JAN-NOV 2014 VS. JAN-NOV 2013]

Markets Global Map

GLOBAL INTEREST FOR HAUTE HORLOGERIE GREW BY +23%

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CHINA IS THE BIGGEST AND FASTEST GROWING MARKET

Markets Global Benchmark

ORIGIN OF INTEREST, WORLDWIDE X-AXIS & BUBBLE SIZE: JAN-NOV 2014 SHARE OF INTEREST

Y-AXIS: Y/Y JAN-NOV 2014 VS. JAN-NOV 2013

China

United StatesUnited Kingdom

Japan

France

Italy

Germany

Russia

India

Spain

Mexico

Haute Horlogerie growth: +23%

-10%

+0%

+10%

+20%

+30%

+40%

+50%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Gro

wth

Ra

te Y

/Y

Share of interest

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CHINA, THE FASTEST GROWING MARKET WITH +41% Y/Y

Markets China Highlights

HAUTE HORLOGERIE, CHINA JAN-NOV 2014 VS. JAN-NOV 2013

10 FASTEST GROWING BRANDS

GROWTH BY CATEGORY 10 MOST SOUGHT AFTER BRANDS

EVOLUTION OF CHINESE INTEREST FOR HAUTE HORLOGERIE

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BRANDS

Brands

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TOP 15 MOST SEARCHED HAUTE HORLOGERIE BRANDS IN 2014

Brands Global Ranking

HAUTE HORLOGERIE, WORLDWIDE SHARE OF INTEREST JAN-NOV 2014

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FASTEST MOVING HAUTE HORLOGERIE WATCH BRANDS

Brands Global Evolution

GROWTH RATE, WORLDWIDE Y/Y JAN-NOV 2014 VS. JAN-NOV 2013

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VACHERON CONSTANTIN, THE FASTEST GROWING BRAND

Brands Vacheron C. China

CHINA, VACHERON CONSTANTIN JAN-NOV 2014 VS. JAN-NOV 2013

China

78%

INTEREST FOR LADIES WATCHES IS LEADING THE GROWTH78% OF THE INTEREST COMES FROM CHINA

10 MOST IMPORTANT PROVINCES OF ORIGIN*

Other

22%

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COLLECTIONS

Collections

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DIFFERENT CONSUMER PREFERENCES BY COUNTRY

Collections Global Preferences

COLLECTIONS BY CATEGORY, COUNTRY LEVEL SHARE OF INTEREST JAN-NOV 2014

Audemars Piguet Royal Oak & Royal Oak

Offshore collections are the most sought

after collections in 15 countries tracked

by the WorldWatchReport™.

However, local preferences arise in 5

markets: China, France, Japan, Russia,

and Thailand.

Reverso

Jaeger-LeCoultreSky Moon Tourbillon

Patek Philippe

France’s #1

[23% share of interest]

Russia’s #1

[16% share of interest]

China’s #1

[13% share of interest]

1815

A. Lange & Söhne

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AUDEMARS PIGUET ROYAL OAK IS THE LEADING COLLECTION

Collections Global Audemars P.

SEARCH ORIGIN, AP ROYAL OAK X-AXIS & BUBBLE SIZE: SHARE OF INTEREST JAN-NOV 2014

Y-AXIS: Y/Y JAN-NOV 2014 VS. JAN-NOV 2013

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SOCIAL MEDIA

Social Media

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FACEBOOK ENGAGEMENT RATE FALLS BY -33%

Social Media Facebook Benchmark

BENCHMARK FACEBOOK COMMUNITIES

EVOLUTION OF ENGAGEMENT RATE Y/Y 2014 VS. 2013

ENGAGEMENT RATE AND NUMBER OF FANS AT DEC. 2014 TOP 5 HAUTE HORLOGERIE BRANDS ON FACEBOOK

837643

515860

384470

282872186257

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INSTAGRAM OUTPERFORMS FACEBOOK’S ENGAGEMENT RATE

Social Media Instagram Benchmark

BENCHMARK INSTAGRAM COMMUNITES X-AXIS & BUBBLE SIZE: FOLLOWERS AT END DECEMBER 2014

Y-AXIS: AVERAGE ENGAGEMENT RATE JAN-DEC 2014

Audemars Piguet

Jaeger-LeCoultre

Roger Dubuis

Franck Muller

Girard-Perregaux

2%

3%

4%

0 50000 100000 150000 200000 250000

Ave

rage

en

gage

me

nt

rate

Number of followers

Instagram outperforms Facebook with

an average engagement rate of as much

as 3.76% compared to only 0.61% for

Facebook.

Audemars Piguet is the best performing

brand with a community of 181,846 fans

and an average engagement rate of

4.15%.

Instagram acts as complement to

Facebook, as the user experience the

platform gives is both simple in features

and has an optimized layout for mobile.

This makes Instagram the ideal platform

for brands to engage with digitally savvy

customers.

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METHODOLOGY

Appendix Methodology

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OVER 500 MILLION MONTHLY SEARCHES …

Appendix Methodology

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… WITH PROPRIETARY INTELLIGENCE

Appendix Methodology

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DLG PROPRIETARY INTELLIGENCE

Appendix Methodology

Search Engines

Based on Google, Bing, Yandex in Russia and Baidu in China.

Search Queries

Extracted from search engines, the large amount of exact search queries collected every month for luxury brands encompasses a large semantic field related to the brands, and include synonyms, plurals and misspellings. Over 500 million searches monthly.

Markets

The current geographic coverage includes the top 20 luxury export markets: Brazil, China, France, Germany, Hong Kong, India, Italy, Japan, Mexico, Qatar, Russia, Saudi Arabia, Singapore, Spain, Switzerland, Thailand, Taiwan, United Kingdom, United Arab Emirates, United States. Additional markets can be added upon request.

Languages

English, French, Italian, German, Japanese, Portuguese, Russian, Simplified Chinese, Spanish, Arabic and Thai.

Brands

+600 brands across 6 segments: Watches, Hotels, Fashion, Jewelry, Beauty, Cars.

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DLG INTELLIGENCE TEAM

Appendix Methodology

David SadighFounder & CEO

Raoul BeckChief Operating Officer

Jonathan CifuentesHead of Technology

Inès LazaroProduct & Marketing Manager

Marine ScullyMarketing & Intelligence

Robin HurniResearch Analyst

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ABOUT THE WORLDWATCHREPORT™

Appendix About WWR

The leading luxury watch market research since 2004, the WorldWatchReport™ tracks and analyses the desirability of brands across the world.

Based on unbiased information on consumer interest derived from billions of online searches on the world’s top search engines (Google, Bing, Baidu, Yandex), the report analyses 62 luxury watch brands and over 1,500 models to give brands visibility of their performance against their competitors.

The WorldWatchReport™ is one of many business intelligence solutions that DLG Intelligence provides.

For more information: www.worldwatchreport.com

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ABOUT DIGITAL LUXURY GROUP

Appendix About DLG

Digital Luxury Group is an international company that delivers digital marketing services, business intelligence solutions, and industry events, to enable smarter business decisions. With offices in Geneva, Shanghai, Paris, and New York, Digital Luxury Group’s three divisions represent a unique combination of technology and luxury savoir-faire:

• DLG Agency - Bespoke digital marketing and communication services for forward-thinking luxury brands.

• DLG Intelligence - Business intelligence solutions used by luxury brands, retailers, and leading financial institutions to track and analyze the evolution of the luxury industry.

• Luxury Society - Connecting, informing and inspiring the world’s leading luxury professionals.

For more information: www.digitalluxurygroup.com

Since 2004, DLG has been publishing the WorldWatchReport™ a baseline market study for the watchmaking industry in partnership with Europa Star and with the precious support of the Fondation de la Haute Horlogerie.

Digital Luxury Group, DLG SA

7 Avenue Krieg

CH-1208 Geneva

Switzerland

28© Digital Luxury Group www.digital-luxury.com

ilazaro@digital-luxury.com

Inès Lazaro

Product & Marketing Manager, DLG Intelligence

+41 22 702 07 51

ch.linkedin.com/in/ineslazaro

29

On the occasion of the Salon International de la Haute Horlogerie, Digital Luxury Group releases the WorldWatchReport™ 2015 - Haute Horlogerie Edition.

This report is an excerpt, to get the complete information purchase your copy of the WorldWatchReport™ 2015 - Haute Horlogerie Edition.

Click here to purchase the

Haute Horlogerie Edition